BMW's new ad in Germany used a very unusual technique to insert its brand 'into consumers heads'.

A recent cinema spot by BMW in Germany used flash projection technology to leave a more lasting impression of the brand’s logo in the audience’s minds. Flash projection technology allowed BMW to reproduce the effect of looking up at the sun, or seeing a bright flash of light. Once you close your eyes, the contours of that light slowly fade away, leave the sun’s silhouette seemingly ‘on your mind’.

The cinema ad featured a motorbike racer discussing why he races – to follow his dream. The ad then asks people to close their eyes following a flash of light at the end – what is left is the impression of the BMW identity’s sharp contours.

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